Health at the Core of Protection in Japan

"Healthy people have healthy lifestyles". This was the starting point of the Health program developed by AXA Life Japan (ALJ) through the app Health U and promoted in June and July with a "Born to Protect" advertising campaign on multiple media.ALL NEWS | Innovation

Jul 31, 2015

"Healthy people have healthy lifestyles". This was the starting point of the Health program developed by AXA Life Japan (ALJ) through the app Health U and promoted in June and July with a "Born to Protect" advertising campaign on multiple media.

On Twitter, people are wondering: "AXA seems to start a new health support service called Health U. These kinds of services are so popular lately that commoditization would progress soon. What would be the differentiation on Health U from the others?"

Great question. HealthU is part of an effort by AXA Life Japan to encourage good habits to become a day-to-day behavior. In a country where surveys, especially the one led by our partner the Healthcare Committee Inc, show that the health maintenance and enhancement are becoming social issues, a prevention program is key to protect people. The program merges the app with a dedicated website in order to (1) visualize health conditions on the website; (2) improve behavior with HealthU and exercises proposed by the app.